TechCrunch Industry News Amazon’s AI chatbot Rufus drove sales on Black Friday; plus, James Cameron says generative AI is ‘horrifying’
Dec 1, 2025
Amazon's AI chatbot, Rufus, significantly boosted Black Friday sales, doubling the purchase rate compared to sessions without it. Retail traffic surged due to AI, impacting shopping behavior. While spending was high, it came alongside rising prices and lower overall order volumes. Surveys reveal that many holiday shoppers plan to use AI this season. Meanwhile, James Cameron speaks out against generative AI, arguing that it undermines authentic performances, highlighting the tension between innovation and artistry in film.
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Rufus Boosted Black Friday Conversions
- Amazon's AI chatbot Rufus correlated with higher conversion rates on Black Friday, doubling purchase sessions compared with the prior 30 days.
- AI-driven sessions outpaced overall site growth, suggesting chat assistance boosts shopper engagement and conversions.
AI Referrals Drove Higher Conversion Rates
- Broader data shows shoppers used generative AI heavily for holiday research, with AI referrals 38% more likely to convert.
- Adobe Analytics reported AI traffic to retail sites rose 805% year‑over‑year on Black Friday.
Higher Spend May Reflect Price Hikes, Not More Buyers
- Despite AI lift, total spending dynamics were mixed: record dollars may reflect higher prices, not more orders.
- Salesforce and Sensor Tower data show average prices rose and order volumes fell or decelerated versus last year.